EQT has sold United Digital Group to Performance Interactive Alliance, a portfolio company of Equistone
UDG is a specialized agency group for digital experiences and communication in Germany. Headquartered in Hamburg, the Company today focuses on the concept and design of UX (user experience) projects as well as technological implementation and digital enterprise architecture. Founded in 2011 through the combination of initially nine German digital communication and marketing agencies it has been backed by EQT since its formation. The formerly independent and founder-led agencies were integrated into one sizeable and highly versatile group that operates under a single brand with a shared client and service portfolio. Today, the company employs around 400 people at five locations in Germany. The range of services ranges from strategic marketing consulting to design, implementation and operation of enterprise grade UX projects. UDG serves prestigious blue-chip clients such as Porsche, Beiersdorf, Volkswagen, Stihl, KSB and Puma.
PIA is one of the leading digital service providers in Germany. The holding was founded in 2014 with the participation of Equistone and unites ten successful companies under one umbrella brand. As an enabler, the PIA Group supports clients with analytical and technological know-how from a single source in the digital transformation of their business models and contributes to new business and customer acquisition. Based in Hamburg and with offices in Germany, Israel, India, South Korea, Serbia and the United States the companies of the PIA Group with more than 750 experts serve renowned customers such as Allianz, BMW, Bosch, Deichmann, Deutsche Bahn or Deutsche Bank.
Dr. Andreas Fischer, Partner at EQT: “We are very happy to have found PIA, a strong new owner for UDG that can further drive the successful long-term growth trajectory of the Company.”
Marcus Starke, CEO of UDG: “We are delighted to join the PIA group. Both our companies are committed to deliver digital transformation and leadership to our clients.
Dr. Marc Arens, Partner at Equistone: “UDG is an ideal addition to the PIA Group as it adds an important service to the company’s portfolio in the growing digital user experience market in Germany.”
Christian Tiedemann, CEO of PIA: “PIA is consistently pursuing the strategy of adding top digital solution providers along the entire customer journey. With this acquisition, we are adding an essential element to our puzzle.”
Lincoln International acted as exclusive financial advisor to the seller, working closely with both EQT and the UDG management team.
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